Fast-fashion giant H&M has announced actress Maisie Williams as its Global Sustainability Ambassador. The actress, known best for her role in the series Game of Thrones will be a part of H&M’s sustainability projects and campaigns throughout the year. Williams who has often been vocal about sustainability as well as social causes will support the brand’s circular and innovative fashion initiatives.
In the announcement video posted by the brand, Williams can be seen talking about using technology to recycle old fabrics into new ones, hinting at H&M’s sustainability goal which aims at using only 100 per cent recycled or sustainably sourced materials for textiles by 2030.
As a part of the collaboration, the fashion brand has also unveiled a life-like digital version of the actress, Avatar Maisie, as will be seen in the launch film. The fashion retailer has also launched the H&M Looop Island in Nintendo’s popular game Animal Crossing: New Horizons. The island is named after the brand’s garment recycling machine Looop, which has also been referenced multiple times by Williams in the launch film. Both Williams and Avatar Maisie will appear throughout the year with an aim to create awareness about sustainable fashion initiatives by H&M.
Talking about her year-long commitment, Williams said in a statement, "I am excited to finally share the news of my partnership with H&M as Global Sustainability Ambassador and cannot wait for you all to see what we have been working on. In this role, I will be working closely with experts within H&M to drive sustainability initiatives and shape the path towards an accessible and circular fashion future.”
Image Source: hm.com